MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY
FACULTY OF ECONOMICS & MANAGEMENT FINAL REPORT
Subject: International Marketing
The marketing strategy of Cocoon penetrates the Thailand market Group: Cocoon Class: MK302DE01 Lecture: Jorge Martínez July 2022
MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY
FACULTY OF ECONOMICS & MANAGEMENT FINAL REPORT
Subject: International Marketing
The marketing strategy of Cocoon penetrates the Thailand market Group: Cocoon Class: MK302DE01 Lecture: Jorge Martínez July 2022 Table of Contents
No table of contents entries found. I. II. III. MARKETING PLAN B2C 1.1 Segmentation: Geographic
Direct: The majority of the younger generation live, study, and work in Bangkok.
Indirect: Thai consumers have access to online shopping and are interested in the products.
Lifestyle and personality: Customers are interested in using items that Psychographi
enhance and care for the body and have a need to do so. c
Customers often prefer vegan items and are careful with origin of the
products and their ingredients.
People who prefer healthy items without dangerous chemicals because
they are interested in protecting their health.
People who live a "green" lifestyle and choose environmentally
friendly products. Animal lovers and often stand up against the cruelty
of exploitation and testing on animals.
Customers who are persuaded by a celebrity or dermatologist to use vegan cosmetics do so.
Age: from young people to middle-aged people ( 18 -> 40) Demographic Gender: Male, Female
Income: Mostly medium or low (per month cosmetic payout from 1500 - 3000 Baht) Occupation: All Social class: Middle class
Purchasing reason: satisfy the criteria for skin and body care at an affordable rate
Benefits sought: Safe, benign products that improve skin, hair care and body.
User status: new or potential user
Usage trend: The vegan cosmetics industry is a worldwide trend that is
making a favorable effect on consumer purchasing decisions.
Loyalty level: Above average (because Thai people tend to buy the
same products, less switch to other brands)
Attitude: Supportive and trending 1.2 Targeting
Evaluate target market segment:
o Market Segment Size: The population between the ages of 18-40 accounts
for 37% of Thailand's population. This is potential market size, most likely
to be exploited because the customer base ranges from young to middle-
aged, this is the age with high demand for self-care and cosmetic use.
o The growth potential of the market segment: Able to expand horizontally to
neighboring provinces and focus strongly on middle-income young and middle-aged customers.
o Market Segment Profitability: Quite potential as vegan cosmetics are a
growing beauty trend in the world. Especially in the past 2 years, e-
commerce has become more exciting due to the impact of Covid-19 and
people's shopping habits have shifted to online consumption. With open
demand and the development of the economy and technology, this will be a potential foreign market.
o Competition in the market segment: In the mid-range segment, brands are
currently divided into 2 main groups. On one side are the current cosmetic
brands on the market such as L'Oreal, Maybelline, and Laroche Posay, On
The other side are cosmetic brands specializing in veganism: Innisfree, The Face Caudaliedaline, ...
o Cocoon's customers and business orientation are all towards the spirit of
humane beauty and building a sustainable green ecosystem. Therefore, we
have the right to believe that this model will develop strength and bring great profits.
Strategy to meet the target market: To capture the middle-class customer segment,
Cocoon applies a focused Marketing strategy. With this strategy, businesses will
focus on serving the many needs of the target customer group. The goal is for
businesses to gain a widespread reputation, trust, and ease in developing new
products among loyal customers. 1.3 Positioning
Compared to other competitors, Cocoon has an affordable price, neither too high nor too
low, each product average in the price range of 80 - 345 Baht while The body and
Panpuri have a higher price from 113 to 2,300 Baht for The body shop's product and 580 – 2,500 Baht for Panpuri
In terms of product quality, all 3 brands have similar product quality, mainly skin care
products with natural ingredients that are not harmful to animals. However, Panpuri and
The body shop also have a variety of products such as scented candles and herbal oils, or
even makeup while Cocoon only specializes in body care products.
In terms of brand awareness, Cocoon is just a new business established in 2013 and the
market is mainly in Vietnam, so the awareness is still low.
Panpuri is a Thai brand officially launched in 2003, Panpuri has been known by many
for its quality. Today, the brand exports its products to 27 countries around the world and
has stores spread throughout Thailand.
The body shop is a brand with high recognition by society with a long time of operation.
The system of franchise branches is extremely large in many different countries across
the country. Up to now, The Body Shop has more than 2500 stores worldwide in 61
countries. The brand's international presence in many major countries in both Asia and Europe
Products with diverse prices from low to medium, good quality, meet Product
most of the needs of customers such as hair, skin, body care, ...
properties and In addition to being environmentally and user-friendly, vegan benefits
cosmetics also have significant humanitarian benefits for animals.
The brand was founded by a young team with high creativity, easy to Brand value
create trends and attract. The brand is associated with a "green"
lifestyle, pioneering a sustainable trend, contributing to the protection of the ecosystem.
Build the fastest and safest order fulfillment and management system Quality of on e-commerce platforms. experience
Work closely with distributors to ensure the best customer care and consulting services.
After-sales service: Accept return or exchange if the product is
defective from the manufacturer within 3 days. Apply loyalty
programs in the form of points, discount vouchers and annual promotional events.
The image of the Cocoon brand associated with Vietnam's nature and
the rabbit symbol of the Leaping Bunny program mean that the
product is not tested on animals.